Should You Care About SEO in Social Media Posts?

Should You Care About SEO in Social Media Posts?

Yes, but it’s not the same as SEO for websites.

We usually think of SEO in terms of Google rankings, blog content, and websites. But social media platforms like Instagram and Facebook also have their own search functions and algorithms. They don’t work the same way as Google, but they still rely on certain signals to decide what content gets shown and to whom.

So if you’re creating social content for your business, SEO is worth thinking about. Here’s how it actually works on social media.

Keywords Still Matter

Instagram now pulls keywords from your captions into its in-app search. That means if someone types in a phrase related to your product or service, your post has a better chance of showing up if you’ve included that phrase somewhere in your caption.

You don’t need to overdo it—just write with your audience in mind. What would they be searching for? Use those words naturally.

Hashtags Help People Find You

Hashtags act like little filing systems for your posts. When someone follows or searches a hashtag, Instagram shows them relevant content.

It’s worth using a mix of:

• General hashtags (e.g. #MarketingTips)

• Location-based ones (e.g. #AucklandBusiness)

• Industry-specific or niche tags (e.g. #EmailMarketingNZ or #RetailMarketing)

  
  

There’s no magic number, but keep them relevant and focused.

Don’t Forget About Alt Text

Instagram lets you manually add alt text when posting. This describes what’s in your image and helps with accessibility. It also gives Instagram another clue about what your content is about. Writing alt text doesn’t have to be technical—just describe the image and, if it fits naturally, include a keyword or two.

Your Profile Matters Too

SEO isn’t just about posts. Your handle, display name, and bio all help people find you.

For example, if your business name is Stang Media but your profile doesn’t say anything about what you do, you’re harder to discover.

Instead, something like: Stang Media NZ Ltd | Digital Marketing + Social Media…makes it easy for the algorithm—and potential clients—to understand who you are.

The Takeaway

Social media SEO isn’t about chasing algorithms. It’s about giving your content the best chance to be seen by the right people. Small steps—like using clear keywords, thoughtful hashtags, and descriptive profiles—can make a real difference over time.

Already posting consistently? Take an extra minute to optimise it. Future-you (and your audience) will thank you.